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Young Female Motivations for Purchase of Organic Food in Malaysia

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Submitted By fidiatun
Words 3162
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CHAPTER 1: INTRODUCTION
Nowadays, the demand for organic food is dramatically growing in Malaysia, but, there are a few factors that may influence the consumer intention to buy organic food.
We are search for the related topic and we finally interested to review the study on organic food acceptance, titled Young Female Motivations for Purchase of Organic Food in Malaysia, that been conducted by Jane See Siou Zhen and Shaheen Mansori. The research was published on 2012. Their research work revolves around the consumer behaviour and attitude towards organic food in Malaysia. The broad aim of this research is to review critically the study of organic food purchase in Malaysia.
According to the author, they were state that even though the market of organic product is growing, still the demand on organic food is unstable at market place. Basically, the author are emphasized on the impact of four factors that might influence the consumer intense to purchase organic food which are, Acceptability, Affordability, Availability and Awareness and Consumer Innovativeness.

CHAPTER 2: STATEMENT OF THE PROBLEM

Regarding to the study, the author did not state any problem or argumentative statement. The author perhaps that, the next researcher will examine or proposed any suitable and relevant problem statement.

CHAPTER 3: PURPOSE OF THE STUDY

The key purpose of this research conducted ( empirical study) is to understand and discovers the significant factors influence consumers’ focusing on young female purchase intention towards organic food in market place, Malaysia.
The authors were looks on new model of marketing mix, which is accessibility, acceptability, affordability and awareness. This research was contribute and beneficial to marketing managers in order to develop the most suitable strategy to gain higher level of market share, and automatically

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